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Entries from March 2008

Branding and corporate identity

March 31st, 2008 · 1 Comment

Branding is no longer a subset of marketing, and in many companies, marketing is now a subset of branding.

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Tags: Branding · Creativity

Naming tip: number 63 in a series

March 27th, 2008 · No Comments

Here’s how to construct an entirely new brand name. One type of coined word name is the morpheme construct.

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Tags: Branding · Name Creation

Brands that make you scoff

March 25th, 2008 · No Comments

There are some brands, some slogans, some claims you just have to scoff at. Here’s an example: Opex Communications.

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Tags: Branding

Naming Tip: Number 61 in a series

March 20th, 2008 · No Comments

In this post I ask those crafting tacked or fused coined words to make them adhere to standard grammatical standards.

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Tags: Branding · Name Creation

Differentiating your brand is strategic, developing an USP is tactical

March 19th, 2008 · No Comments

I believe you should think of differentiation as a company’s strategic position that drives everything: what products are marketed, what markets are targeted and which brands to compete against.

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Tags: Branding · Positioning

Naming Tip: Number 61 in a series

March 14th, 2008 · No Comments

When tacking and fusing coined brand names, be sure they join in a “natural” way. First, explanations of tacking and fusing.

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Tags: Branding · Name Creation

Brands engender long memories

March 12th, 2008 · No Comments

People remember bad experiences with a brand and assume the experience will be just as bad the next time. But there’s another side to the coin

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Tags: Brand Management · Branding

Greening the brand requires credibility

March 10th, 2008 · 1 Comment

Claiming a 30% reduction in plastic use for a similar-sized bottle will save the company – Arrowhead – money, and incidentally it will allow them to claim an Eco-Shape Bottle

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Tags: Brand Management · Branding